mba570.marapr09.class5

436 views

Published on

Class 5 background slides

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
436
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

mba570.marapr09.class5

  1. 1. + MBA/570 Sustainable Customer Relationships November / December 2008
  2. 2. + Agenda Housekeeping  Marketing in the news  Review: major concepts  Marketing Strategy  Service Marketing  Next time…  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  3. 3. + Housekeeping Z-Wing Papers, Classic Airlines Problem Def.  Final assignment  Classic airlines paper & defense  - or - Two page executive summary  5 presentation slides (individual)  Group presentation (15 minutes max)  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  4. 4. + Week 5 Concepts Identify best practices in customer relationship  management Propose customer acquisition and retention  initiatives Evaluate customer risk  Align customer relationship initiatives and  organizational goals MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  5. 5. Marketing in the news
  6. 6. This slide brought to you by…. Ads on tests add up for teacher By Greg Toppo and Janet Kornblum, USA TODAY Tom Farber gives a lot of tests. He's a calculus teacher, after all. So when administrators at Rancho Bernardo, his suburban San Diego high school, announced the district was cutting spending on supplies by nearly a third, Farber had a problem. At 3 cents a page, his tests would cost more than $500 a year
  7. 7. No Lamp For You!
  8. 8. + Cyber Monday! 26% Shopped online Monday 
  9. 9. + Cyber Monday! 26% Shopped online Monday 
  10. 10. Case Study: General Motors
  11. 11. + Case Study: General Motors “A Car for Every Purse & Purpose” 
  12. 12. Case Study: General Motors 2005 Restructuring 
  13. 13. WorkshopIV Review
  14. 14. Market Segmentation
  15. 15. Apple Computer Power Mac G5 PowerBook iMac iBook
  16. 16. + Perceptual Mapping MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  17. 17. PositioningMap MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  18. 18. Marketing Strategy
  19. 19. Exercise: What business are you in?
  20. 20. Exercise: What business are you in? Put on my blue suede shoes Saw the ghost of Elvis And I boarded the plane On Union Avenue Touched down in the land of the Delta Blues Followed him up to the gates of Graceland In the middle of the pouring rain W.C. Handy -- won't you look down over me Then I watched him walk right through Yeah I got a first class ticket Now security they did not see him But I'm as blue as a boy can be They just hovered 'round his tomb Then I'm walking in Memphis But there's a pretty little thing Walking with my feet ten feet off of Beale Waiting for the King Walking in Memphis Down in the Jungle Room But do I really feel the way I feel You have until the end of the song….go!
  21. 21. + Marketing Myopia Well known HBR Article  Define your business by customer needs, not  products What business are you really in?  Railroads, Hollywood, Dupont Nylon 
  22. 22. + Why on earth are you playing songs?
  23. 23. Why on earth are you playing songs?
  24. 24. + Levels of Corporate Strategy
  25. 25. + Land’s End: Strategic Focus Why the guarantee?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  26. 26. + Land’s End: Competitive Analysis Good competitive analysis template  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  27. 27. + Hyundai: Strategic Focus Why the long warranty?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  28. 28. The BCG Matrix Kodak digital Kodak digital camera photo printer Kodak film sales: US, Kodak self- Canada, & W. Europe service kiosk MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  29. 29. Four market-product strategies: alternative ways to expand sales revenues for Ben & Jerry’s
  30. 30. Case Study: “Song” Airlines Part 1
  31. 31. + Song Airlines Part 1 What do you think of their strategy?  What would Levitt think?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  32. 32. + Song Airlines Part 2 What are they doing right?  What are they doing wrong?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  33. 33. + Song Airlines Part 3 What was Song’s biggest mistake?  What happens when you give marketers $20M to  start an airline? great branding, no product!  you get and airline about nothing!  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  34. 34. Case Study: Specialized Bicycles
  35. 35. + Case Study: Specialized Bicycles What is their corporate strategy?  How does their culture reinforce that strategy?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008
  36. 36. Service Marketing
  37. 37. FIGURE 12-1 Importance of services in the U.S. gross domestic product (GDP) Slide 12-7
  38. 38. FIGURE 12-AThe 4 I’s of services Slide 12-8
  39. 39. Lufthansa and ANA Airlines What four I’s of services element? Slide 12-9
  40. 40. American Express and Allstate What four I’s of services element? Slide 12-10
  41. 41. FIGURE 12-3 Service continuum Slide 12-13
  42. 42. FIGURE 12-2 Inventory carrying costs of services Slide 12-11
  43. 43. FIGURE 12-5 How consumers evaluate goods and services Slide 12-24
  44. 44. Case Study: Philadelphia Phillies
  45. 45. + Phillies Key points Why reduce the number of seats?  advantages? drawbacks?  How do the Phillies target different demographics?  Hispanic? African American? Asians?  “Ask for the sale”  Promotions?  Results? 
  46. 46. + Next Week Papers – or – presentations due  Select value added customer initiatives  Implement a comprehensive customer relationship  management program Recommend measures to evaluate customer  profitability and retention Recommend measures to evaluate customer  relationship management effectiveness MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS NOV / DEC 2008

×